To ensure Staples’ market entry was successful, it was essential to build productive relationshipswith South Florida leaders. Our team planned and managed Staples’ launch event at the largestmonthly professional gathering in South Florida, where Staples President and COO Mike Mileskicked off the launch before more than 300 of the most influential business leaders in thecommunity. Our outreach efforts resulted in media coverage in top news outlets acrossSouth Florida and established beneficial ongoing professional relationships for theoffice-products retailer.
In addition to opening stores, Staples demonstrated its commitment to the communityby partnering with Miami Heat forward Dwyane Wade to host an online challenge to improvecommunity parks. Our job was to develop, manage and promote the program fromchoosing parks to coordinating grassroots efforts. In two years, community residents castmore than 500,000 votes for their favorite parks and Staples awarded $114,000 to parksreceiving the most votes. Our public relations efforts secured 52 million media impressions.
With education a hot topic in South Florida, we wanted to ensure teachers knew Staples was anew resource in town and was dedicated to providing educational support. Our team planned an“Easy” Teacher Planning Day, during which we surprised teachers at 13 low-performing schoolswith breakfast and school supplies. Our school visits successfully built store-location awareness,and converted approximately 1,000 South Florida teachers into brand enthusiasts.
The arrival of Staples’ first green store – the first in the entire company – opened to considerablefanfare. We planned and managed a public relations campaign, identifying key PR opportunitiessuch as the store’s ground breaking, receipt of LEED Gold certification, and grand openingto communicate Staples’ commitment to the environment. Our efforts generated 13 millionmedia impressions, helping solidify Staples’ reputation as a dedicated corporate partner inSouth Florida.
Two years after entering the market, Staples continued to drive home its communityinvolvement by hosting a Shop-a-Thon for its non-profit partners. Our team helped plan, manageand promote an event at which representatives from 20 non-profits had the opportunity to shopuntil they dropped. Shoppers were given $1,000 each to buy office and school supplies,acquiring needed materials for their organizations. Our community relations expertise continuesto reinforce Staples’ commitment to South Florida.